Amazon has moved into the fresh food delivery market today with the launch of AmazonFresh to customers in 69 central and east London postcodes.
The company says that Amazon Prime members in eligible areas can now order their full weekly grocery shop from a range of over 130,000 “competitively priced” products, all with a one-hour delivery time available from 7am to 11pm, seven days a week.
“The bar in grocery retailing is exceptionally high with supermarkets and grocers being amongst the very best retailers in the world,” said AmazonFresh vice president, Ajay Kavan.
“We believe that the key to the long term success of AmazonFresh is to bring together the low prices, vast selection, fast delivery options and customer experience that Amazon customers know and love.”
Having started the new service in a limited area, the company said it would take its time to “hone and improve” the offer, based on feedback from customers.
“We will be very methodical and considered in how we roll this service out further in the UK,” said Mr Kavan.
Amazon recently signed a deal with Morrisons in which the supermarket chain agreed to supply grocery items to the retail giant.